In this episode we’re going to be talking about the three keys to improving your credibility so that you can increase your conversion in your sales workshops.

So when we’re running a sales workshop, most people make the mistake of focusing on sales, it makes sense to focus on sales. However, when we do this, it creates three problems. The first is it creates more effort in the sales process. It reduces flow and creates friction in the sales process. The reason why it creates friction is because it creates push back from our clients or prospects.

In other words people are resisting being sold to because they feel as though they are being sold to. The third thing is it creates a mismatch of clientele. In other words, if we do sell, we get clients who are not quite the right fit for our business. However, when we focus on building credibility rather than selling, we increase conversion, we get a better fit for our clients and also we shift from a sales process to an interview process where our prospects are actually being interviewed by us for our services rather than us trying to sell to them.

Now when you interview a prospect we have a much easier sales flow and it’s all because we’re focusing on credibility.

When we’re building credibility there’s three things we need to establish in a sales presentation. The first one is understanding. Now, what I mean by understanding is very simply we understand the core problem that our client or prospect has. Now our clients and prospects are dealing with what we call fruit problems. The fruit problems are the day to day issues that they’re battling in their business.

However, in our sales workshop, if we can show that we understand the core problem, the thing that causes all of those fruit problems to occur we’ve nailed credibility hugely. Now the second key to credibility is we have a solution. So if we can demonstrate we can understand their core problem and that we have a very simple solution, not a solution that makes their life more complicated, but a solution that simplifies and solves their core problem, we’ve taken a big step also to demonstrating credibility.

So the third key attribute to demonstrating credibility is what we call experience. Now what I mean by experience is there’s three types. We can, there’s three ways we can demonstrate experience. The first way is if we’ve done it ourselves, in other words, if we’ve solved this, the same issue that our prospect is going through, so we’ve done it ourselves. The second way we can demonstrate experience is through showing that we’ve done it for our clients.

So first way, done it ourselves, we’ve solved the problem ourselves. Second way is we’ve helped other people do it and the third way is we’ve studied it more than anyone. So for example, there are a lot of professors who are experts on Mars. Now they’ve never been there but because they’ve studied Mars, they’re the world’s expert on Mars for example. So our three ways to build experience, you’ve done it, you’ve helped other do it, or you’ve studied it more than anyone. So to summarize, when we can show that we have an understanding of their core problem, we have a solution that simplifies, and we can demonstrate that we have experience with the issue, they’re the three keys to building awesome cred.

So when we get all this right, we’ll increase our credibility and by increasing our credibility we’ll improve conversion without having to appear too sales-y. If you like what you saw today, please click the like button, or share button and we’ll see you on the next video.

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